The Procter & Gamble Company : Febreze Reveals Best and Worst Holiday Smells with Scentimental Survey

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11/13/2012 | 05:40pm CET

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More than Half Say Even Unpleasant Smells Like Wet Wool Can Remind
Them of the Season

Nothing conjures up memories of past holidays like the smells of
grandma's house, mulled cider and fir trees, but what about wrapping
paper or wet wool? This year, Febreze - P&G's trusted brand known for
eliminating odors and providing fresh scents in the home - set out to
uncover the best and worst, smells of the holiday season. The brand
launched their Febreze Sentimental Survey1 and here are some
of their findings:

More than half of those surveyed (54%) said they like smells that
remind them of the holidays, even if they are deemed "unpleasant."

Not surprisingly, 65% of respondents said that the scent of freshly
baked goodies took them down memory lane, but interestingly 1 in 10
said that the smell of an attic or storage room also conjured up the
sentimental holiday memories.

Another unique scent that helped jog nostalgic memories included the
smell of wrapping paper and tape, which 43% of Americans said reminds
them of the holidays.

Nearly 60% of women agreed that freshly fallen snow reminded them of
the holiday season, but their least favorite scent? Wet wool.

"I think most everyone enjoys the holiday season because it is a moment
in time that you are not only creating new memories, but also spend that
time thinking back on our holidays past and what made them so special,"
said Michelle Lohman, North America Communications Manager for Febreze.
"There is nothing like the power of 'scent' when it comes to memories.
For me, it's the smell of a fire in the chimney at my family's home, but
whether it's that or a pie baking in the oven, the power of scent allows
us to journey back to those very special holiday traditions. That's why
Febreze is continually creating unique holiday scents that will bring
consumers back to those cherished moments in time."

Febreze Brings Most Meaningful Holiday Scentiments to Those Away from
Home

The Febreze Scentimental Survey revealed that nearly half of Americans
(48%) believed that smelling their favorite holiday meals or treats
would remind them of holidays with family and friends if they were alone
during the season. With that in mind, Febreze recognizes that there are
many people unable to make it home for the holidays this year, reasons
ranging from work in another part of the country or a school a little
too far away from home. For those, Febreze has launched the "Best of
Holidays Past Contest" bringing the holidays to those unable to see
their loved ones.

Febreze encourages fans everywhere to join in the holiday conversation
or share a story about a friend or a loved one who can't make it home
for the holidays for the chance to win a memorable holiday experience
and $10,000. Simply visit the "Best of Holidays Past Contest" tab
on the Febreze Facebook page for more information and to participate.

Introducing New Seasonal Scents

This year, Febreze is releasing two new limited edition holiday scents -
Winter Magic and Glow and Holiday Bloom and Cheer to complement the
popular Glistening Alpine and Cranberries and Frost holiday scents. All
holidays scents will be available in Candles, Air Effects, Set &
Refresh, Fabric Refresher, and NOTICEables to help create a festive
atmosphere in every home this holiday season.

P&G serves approximately 4.6 billion people around the world with its
brands. The Company has one of the strongest portfolios of trusted,
quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®,
Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®,
Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head &
Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi
Pur®, SK-II®, and Vicks®. The P&G community includes operations in
approximately 75 countries worldwide. Please visit http://www.pg.com
for the latest news and in-depth information about P&G and its brands.

1Survey MethodologyThe
survey was conducted online by IPSOS on behalf of Febreze from October
2-16, 2012 among 1,000 adults in each of the following countries:
Canada, France, Germany, Great Britain, and the United States. A full
methodology is available upon request.